You can’t wait for it to come out…the big story you’ve been working on for weeks. The one your client is so excited about because it’s in the media outlet her CEO has wanted coverage in for years. The entire executive leadership team knows it’s coming, too, and they can’t wait to share it with the Board of Directors.

Then it runs, and as you read the story, you cringe:

• The CEO’s name is spelled wrong, and his age is off by 10 years
• Some crucial facts are inaccurate, including the name of the new product
• One of the key points of the story is omitted

You feel let down and you get that sinking feeling in the pit of your stomach. Instead of merchandising your success, you’re dreading that unpleasant conversation with the client that’s coming soon. It’s time to scramble! First, you contact the outlet to get the facts corrected online and request a written correction in the next print edition. Next, you have to assure the client the story will still have a positive impact. But, despite your efforts, deep down you know some damage has been done.

It’s an all too familiar – and modern-day – scenario in the PR world. One of the unintended consequences of downsizing in the media industry is that fact checking is no longer standard operating procedure. As recently as five years ago, I vividly recall fact-checking calls and emails for the bulk of stories I worked on with reporters. Now, I’d estimate that only one in 10 is thoroughly fact checked by the outlet – whether it’s a reporter from a traditional media outlet or a blogger. It’s not necessarily their fault because they have broader responsibilities than they had in the past – more beats to cover, more stories to file, fewer editors to help out.

Although a lack of resources is a major issue, it’s important PR practitioners not sit by and accept these inaccuracies. We work hard to pitch and secure placements for our clients, an activity core to the value we deliver. But factual inaccuracies and lack of clear messaging can wipe out, or at the very least overshadow, our hard work and the impact for the client.

We can’t eliminate these errors, but we can certainly do everything in our power to mitigate them. Here are some tips for working with reporters and bloggers to ensure your story doesn’t suffer from careless fact checking:

• Inform, but don’t overwhelm: Don’t give reporters and bloggers too many details – take the advice we give spokespeople and focus on the most important details
• Prep them before the interview: Adequately equip them with background information prior to interviews
• Clarify quickly: Follow up right away after interviews to clarify information that might have been unclear
• Don’t wait for a fact checker: Be proactive and confirm important facts via email – name and title of spokesperson, name of campaign, name of partners, goal of campaign, etc.
• Rinse and repeat: Reach out and ask if there are any facts they’d like you to confirm

What tips do you have for avoiding the inaccurate-fact blues?

--Marc Berliner, Vice President, @mberliner